Interesting choice of words from Lesley Grant in her letter to frequent flyers.
Over the coming weeks we look forward to telling you more about benefits for Qantas Frequent Flyers from this partnership, including lounge access, the world's largest shared fleet of Airbus A380s
My bold.
Sharing.....
Sharing disjoints the connection between usage and ownership of a product. Products are often sold because a buyer intends to use the product or the buyer intends to sell it to someone who will use it, thus sharing a product may reduce the product's demand by reducing the number of people who intend to acquire it to use it. Though sharing is touted as an economical and environmental aid to the public (carpooling, shared apartments, etc.), some businesses perceive it as a threat because of its assumed effect on their profitability. This has resulted in protection laws (such as copyright provisions denying owners the right to perform or display the work publicly) to curb sharing. The effect on profitability is difficult if not impossible to assess because it relies on making sweeping assumptions about public behavior including individual decision making differences, buyers only convinced to buy after using a friend's product, and the effect on the sales of products given away.